THE EFFECT OF SERVICE QUALITY AND SYSTEM QUALITY ON CONSUMER SATISFACTION IN THE TOKOPEDIA E-COMMERCE APPLICATION

Abstract

This study aims to analyze the influence of service quality and system quality on customer satisfaction in the Tokopedia e-commerce application. The research method uses a quantitative approach with a survey technique on 250 respondents who are active users of the Tokopedia application. Data were analyzed using SPSS 26 with multiple linear regression analysis techniques. The results show that service quality has a significant positive effect on customer satisfaction (β = 0.487, p < 0.001), and system quality has a significant positive effect on customer satisfaction (β = 0.351, p < 0.001). Simultaneously, service quality and system quality are able to explain 68.4% of the variation in customer satisfaction (R² = 0.684). Service quality has a more dominant influence than system quality. This study provides managerial implications for Tokopedia to continue to improve the quality of customer service and technology systems to maintain customer satisfaction in the era of increasingly tight e-commerce competition.